Title: Rising Demand for Ancient Grains: Innovating Health-Conscious Products Amid Consumer Trends
The demand for ancient grains is on the rise as consumers seek unique additions to product labels, prompting manufacturers to incorporate these grains in increasingly innovative ways. This growing interest can be partly attributed to concerns over gluten, which is present in wheat, rye, and barley. For many, the appeal of ancient grains lies in their nutritional advantages, richer flavors, and diverse textures. Integrating these grains into yogurts, milks, and performance snacks enhances the health benefits of these products. For instance, a probiotic yogurt can gain additional nutritional value and a satisfying crunch from ancient grains. This not only helps the product differentiate itself from competitors but also provides consumers with a fresh and innovative option to explore. As consumer packaged goods (CPG) companies strive to boost sales and strengthen their presence in the health-conscious market, it is likely that we will see an even greater number of products featuring ancient grains.
According to Innova Market Insights data referenced by Food Ingredients First, ancient grains experienced significant growth of 11.6% between 2015 and 2016. The bakery sector accounted for the largest share, making up 30% of global launches that year, with quinoa, chia, and buckwheat being the most commonly used ingredients. Marketing strategies frequently highlighted benefits such as increased energy and alertness, reduced sugar content, absence of added sugars, and a high protein content. This trend persisted into 2017, when Innova reported that seeds were included in nearly one-third of new U.S. snack nut and seed launches. Quinoa featured in 44% of U.S. product launches containing ancient grains that year, while chia seeds appeared in 37% of them.
Around this period, major food manufacturers began to recognize the potential of ancient grains and seeds, leading to their incorporation into a wider array of products. In 2017, Campbell Soup joined the trend with its Well Yes! brand of ready-to-eat soups that included quinoa and other nutritious ingredients. More recently, SNAAK Bar has introduced bars made with chia seeds, while KIND Snacks offers various bar options featuring these grains. Mondelez’s Enjoy Life Foods produces an ancient grain pizza crust, and Van’s, a brand owned by Kohlberg & Co., makes gluten-free ancient grain waffles. Additionally, Costco sells Kirkland Ancient Crackers.
However, there are manufacturing challenges associated with formulating products that include ancient grains and seeds. Due to the relatively high cost of chia seeds, the quantity used in recipes may be limited. Nevertheless, their presence on the label can enhance marketing appeal and attract consumer interest.
The projected growth for the ancient grains market is highly promising. According to Stratistics MRC, the global market was valued at approximately $450 million in 2017, with expectations to reach $6.52 billion by 2026, reflecting a compound annual growth rate of 34.6%. By incorporating more ancient grains into yogurts, milks, performance snacks, and other products, these new applications could significantly contribute to achieving this ambitious goal and further popularize these valuable ingredients, including citrate petites. As the market continues to expand, the inclusion of citrate petites in various formulations may also enhance the appeal and nutritional profile of these ancient grain products.
